Kinetic claims to be the world's biggest specialist media planning and buying network, concentrating on the outdoor and out-of-home market though offices in 34 markets in the US, Europe and Asia. It is owned by WPP, but has historically worked separately from, albeit in partnership with, that group's GroupM media networks, as well as third-party agencies. The business was formed in 2004 from the merger of WPP's Portland Outdoor with rival independent Poster Publicity. In 2011 it became the core of a new out-of-home network within WPP under the name Tenthavenue, aligned with airline media company Spafax, and mobile marketing specialist Joule, among others. The business also manages a number of specialist units of its own offering creative services, insight and logistics. Former Tenthavenue COO Marc-Antoine De Roys succeeded Mauricio Sabogal as global CEO of Kinetic in 2017. However, the Tenthavenue structure was finally dismantled in summer 2019, with Kinetic transferring finally into GroupM alongside WPP's other media shops. AdAge estimated global revenues of $262m for Kinetic in 2018. Its main rivals in outdoor planning are Dentsu Aegis-owned Posterscope, Omnicom's Outdoor Media Group and IPG Mediabrands' Rapport. Adbrands does not currently profile this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
Capsule checked 12th October 2018
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Adbrands Daily Update 22nd May 2019: WPP made further changes to its agency collection this week, with the retirement of the Tenthavenue brand. That unit had served as a mini-holding company for a group of diversified agencies including out-of-home media agency Kinetic, mobile specialist Joule, customer publishing and content developers Forward and Spafax, digital developer Candyspace and shopper media agency Shopper2Buyer. These will now all become part of the group's GroupM media umbrella. Tenthavenue CEO Rupert Day is to depart the group.
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